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September 14, 2021

Video Strategy: Mastering the Fundamentals

Video Strategy 101

Welcome to the world of video marketing! Maybe you've heard 86% of businesses now use video as a marketing tool. Maybe you found space in your budget and want to prioritize new content. However you got to this point, we're glad you're here.

"Reel-y" Insightful Key Points

Learn the ins and outs of video strategy and elevate your marketing game with this short guide on the basics of video marketing:

  1. Video should be integrated into a long-term marketing strategy for better results

  2. Video is the ultimate tool, it's versatile, engaging, and preferred by viewers. It's a no-brainer choice for conveying information and boosting your website's performance

  3. It's important to know where your target audience is at in their customer journey. This way, you can create a video tailored to their specific needs. Before meeting with a video production company, have a clear idea of your target audience

Marketing Tactic vs. Long-Term Strategy

Now that you're ready to dive in, let's talk strategy. At Oak + Rumble, we believe video shouldn't be a "one and done" thing. You could absolutely hire us to create a standalone piece for the "About" page on your website, or a special product launch. But you'll get much more bang for your buck (that is, measurable results) if you fold video into your ongoing marketing strategy. 

Why make video part of your long-term strategy?

  • It's an efficient way to communicate a lot of information to viewers

  • Most videos can be repurposed into blogs, social media posts, and more, supporting your existing content strategy

  • According to Wyzowl, when learning about a product or service, 69% of online consumers prefer to watch a short video (compared to just 18% who prefer text-based content)

  • Videos are great for website SEO and keep visitors on your page longer

  • Professionally produced videos have that "wow" factor

Some Theory

Many businesses have a marketing strategy or "funnel" broken down by customer stages. These can vary, but usually, the stages are something like: Awareness, Consideration, Conversion, and Post-Conversion. In essence, it's the journey someone follows as they become a dedicated and loyal customer.

We love the pinwheel model for inbound marketing from Hubspot because it's a cycle, not a funnel or a ladder. Inbound (and video) marketing is a continual process.


There's an opportunity for video marketing in each stage of the pinwheel. Here are some examples:

1. Attract: By creating valuable content and fostering meaningful conversations, you can position yourself as a trusted advisor and attract the right individuals to engage with you.

  • Brand videos: explain your values and mission

  • Personality videos: feature your company culture in a creative way

  • "Problem" videos: quick, useful & solution-based

2. Engage: By providing insights and solutions that align with customer pain points and goals, you increase the chances of them purchasing from you.

  • Personalized videos: great for sales teams and email campaigns

  • Storytelling videos: longer form (1 min+); case studies, interviews, or events

  • Educational videos: how-to videos, product demos

3. Delight: Helping out and being there for support so your customers can crush it with their purchase.

  • Post-purchase videos: training/onboarding, how-to, customer care, thank you videos

Should you make videos in-house or hire someone else to do it?

Creating video content can be a powerful way to promote a business, but it's important to understand the different types of videos and when it's best to produce them in-house or bring in a professional video production agency. For some types of videos like product demos, tutorials, or internal communication, it can be cost-effective to produce them in-house. You don't necessarily need special equipment and a small team can handle it. These types of videos can be easily shared on social media, email, or your company website.

However, for more complex or professional videos such as commercials, corporate videos, product launch videos, or event coverage, we recommend working with a video production agency. They'll have the expertise, equipment, and resources to produce high-quality videos that align with your company's branding and message. They can also guide you through the pre-production, production, and post-production process, ensuring that the final video meets your expectations and goals.

By creating a balance between in-house videos and hiring a professional video production agency, a business can create effective and engaging video content that resonates with their target audience while also staying within budget. It's important to consider the purpose and the audience of the video before deciding whether to produce it in-house or hire an agency.

Getting Started

Know what customer stage you want to target? Ready to reach out to a video company? Prepare for your first meeting by knowing the top 5 questions a video production company will ask you.

Author: Valery Chong

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